FEELING THE IMPACT

29th Annual Voluntary Health Leadership Conference

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FIRST … A FOUR-PART SURVEYCampaign 2016:• Candidate behavior: What they’re saying vs. how they’re saying it?

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FIRST … A FOUR-PART SURVEYCampaign 2016:• Candidate behavior: What they’re saying vs. how they’re saying it?• Voter behavior: What they’re thinking vs. what they’re feeling?

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FIRST … A FOUR-PART SURVEYCampaign 2016:• Candidate behavior: What they’re saying vs. how they’re saying it?• Voter behavior: What they’re thinking vs. what they’re feeling?

Your world:• Size of your particular constituent stakeholder community•

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FIRST … A FOUR-PART SURVEYCampaign 2016:• Candidate behavior: What they’re saying vs. how they’re saying it?• Voter behavior: What they’re thinking vs. what they’re feeling?

Your world:• Size of your particular constituent stakeholder community• Generational change (Boomer to GenX to Millenial)

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OUR FOCUS We exist to have an impact. When we do – how can we best communicate that impact to our constituent stakeholders – members, employees, sponsors, donors, policymakers and others who have an active stake in what we do?

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OUR FOCUS We exist to have an impact. When we do – how can we best communicate that impact to our constituent stakeholders – members, employees, sponsors, donors, policymakers and others who have an active stake in what we do?

Because… their awareness, attitudes and actions have a material impact, too!

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COMMUNICATIONS LANDSCAPE:PROFOUND DISRUPTIVE CHANGES• Large Trust Gap between opinion elites, general public• Infinite content – finite attention/absorbtion span; consumption in bytes• Over 60 percent of all US time spent with digital media is now via mobile• New set of keys to the cupboard: search, video, sponsored content, “owned media,” amplification, sharability, micro-targeting (content and channel)

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im·pact

noun

The action of one object coming forcibly into contact with another.

verb

To have a strong effect on someone or something.

Synonyms: effect, influence, significance, meaning

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The Neuroscience of Impact “People who exhibited very different levels of cognitive decline often showed similar levels of damage from Alzheimer's. The brains that functioned better, it turned out, belonged to people who had indicated more purpose in life over the course of the study.

In other words, having a goal in life actually affects cellular activity in the brain. Plaques and tangles still form, but having a goal seems to increase the brain's protective reserve. Not only that, the stronger the purpose, the more it adds to the reserve. The results held up even after the researchers controlled for differences in exercise levels, education, and other factors. Other studies link a sense of purpose not only to slower rates of cognitive decline but to lower rates of disability and death.

Anti-ageism author Ashton Applewhite

THOUGHTS ON IMPACT“A life in not important except in the impact it has on other lives.” Jackie Robinson “My job as a leader is

to make sure everybody in the company …. feel they’re having a meaningful impact and are contributing to the good of society.”

Larry Page, Google

“When does a job feel meaningful? Whenever it allows us to generate delight or reduce suffering in others. Though we are often taught to think of ourselves as inherently selfish, the longing to act meaningfully in our work seems just as stubborn a part of our make-up as our appetite for status or money. It is because we are meaning-focused animals rather than simply materialistic ones that we can reasonably contemplate surrendering security for a career helping to bring drinking water to rural Malawi or might quit a job in consumer goods for one in cardiac nursing, aware that when it comes to improving the human condition a well-controlled defibrillator has the edge over even the finest biscuit.” Alain de Botton

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IMPACT COMMUNICATION CAN AFFECT TRUST Percent who cite each as a reason for why their trust in business has increased or decreased

Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total.

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces economic growth

Contributes to the greater good

Allows me to be a productive member of society

Fails to contribute to the greater good

Lacks economic growth

No public services

59%45%40%

50%39%36%

General Population

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Overselling Optimal Future - limiting

Landing on the Optimal Level (Tone, Volume) of Impact

Communication: A Balancing ActScope of Impact Communication

Impact on Beneficiaries

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EFFECTIVE “IMPACT COMMUNICATION”…• Taps emotions – it’s about “feeling” the impact• Tells a compelling, consistent, authentic story

• Are tightly tied to the beneficiary impact in time and fact• Marries the “macro” (numbers) and “micro” (one-by-one)

• Is intentionally past, present or future-grounded

• Knows its constituents and can be micro-targeted

• Is often delivered by other voices (the beneficiaries themselves)• Gives abundant credit and gratitude

• Uses “We” to bond – not separate – organization and stakeholder• Empowers stakeholder to have greater impact in other ways

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PUTTING THEORY INTO (POWERFUL) PRACTICE

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FEELING THE IMPACT (LITERALLY)

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COMMUNICATING THE ALS ICE BUCKET CHALLENGE’S IMPACT

• Macro (Over $100 million raised) + micro (thank you from an emotional beneficiary)

• In voice of the impacted • Audience targeting: Viral video (17 million+ views); Ellen• Optimal volume, tone and timing

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Search

TV

SocialNews-papersMag-

azines

Blogs

71

69

67

45

32

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SKILLFUL USE OF PEER-DRIVEN MEDIA

SOURCE: 2016 EDELMAN TRUST BAROMETER - HOW OFTEN DO YOU READ, VIEW, CLICK ON OR ENGAGE WITH THE FOLLOWING TYPES OF CONTENT, MEDIA OR INFORMATION SOURCES? ONLINE SEARCH ENGINES, SUCH AS GOOGLE… (Q285), TELEVISION NEWS AND

INFORMATION (Q287), SOCIAL NETWORKING SITES, SUCH AS FACEBOOK, LINKEDIN, INSTAGRAM, TWITTER, ETC.(NET OF Q278 SOCIAL NETWORKING, Q279 BLOGS, Q289 ONLINE MESSAGE BOARDS, FORUMS OR NEWSGROUPS), ARTICLES IN PRINTED NEWSPAPERS (Q284),

ARTICLES IN PRINTED MAGAZINES(Q283), BLOGS (Q279) (SEVERAL TIMES A WEEK+) GENERAL POPULATION, 28-COUNTRY GLOBAL TOTAL, QUESTION ASKED OF HALF THE SAMPLE.

Percent who use each media source several times a week or more

2 of top 3 most-used sources of

news and information are peer-influenced

media

General Population

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TOMS• Intensive “micro” focus

built around the “One for One Promise”

• Beneficiary and impact communication tightly tied

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APPLE

• Tells a compelling, consistent, authentic impact story

• Through its own and third-party voices

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HOPE FOR PAWS• Knows their

target• Powerful,

sharable video “says it all” visually

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SJÖGREN'S SYNDROME FOUNDATION

Skillful use of past/present/future:We set a goal… achieved it… and are on to the next challenge.

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SAVE THE CHILDREN

• “Together, we achieve…”

• Ultimate micro-impact …

• Along with big impactful numbers

MOTHERS AGAINST DRUNK DRIVING (MADD)

• Use of 35-year legacy to validate present and future course• “50%” speaks to shared success, challenge ahead• “Power of Parents” empowers a core stakeholder to add

personal impact

FEELING THE IMPACT

29th Annual Voluntary Health Leadership Conference